The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12051 |
Resumo: | Interviews are the most pervasive means of collecting data in qualitative research projects. The purpose of this paper is to discuss how the practice of conducting interviews has evolved within consumer and marketing research and to offer insights for those who would like to gather qualitative data via interviews. To do so, we first identify and differentiate two broad perspectives on qualitative marketing and consumer research: the phenomenological approach and the post-structuralist approach. We then develop a step by step guideline on how to conceive, conduct, and analyze interviews under both approaches. As much as the paper provides a useful toolkit to researchers with initial and intermediate degrees of intimacy with qualitative methods, it also contributes to the mapping of important ongoing paradigmatic discussions in the field of qualitative marketing and consumer research. |
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REMark - Revista Brasileira de Marketing |
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The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and GuidelineEntrevista Qualitativa na Pesquisa de Marketing e do Consumidor: Abordagens Paradigmáticas e OrientaçõesQualitative Research; Qualitative Interview, Phenomenology; Post-Structuralism.Pesquisa qualitativa; Entrevista qualitativa; Fenomenologia; Pós-estruturalismoInterviews are the most pervasive means of collecting data in qualitative research projects. The purpose of this paper is to discuss how the practice of conducting interviews has evolved within consumer and marketing research and to offer insights for those who would like to gather qualitative data via interviews. To do so, we first identify and differentiate two broad perspectives on qualitative marketing and consumer research: the phenomenological approach and the post-structuralist approach. We then develop a step by step guideline on how to conceive, conduct, and analyze interviews under both approaches. As much as the paper provides a useful toolkit to researchers with initial and intermediate degrees of intimacy with qualitative methods, it also contributes to the mapping of important ongoing paradigmatic discussions in the field of qualitative marketing and consumer research.A entrevista a forma mais prevalente de coleta de dados em projetos de pesquisa qualitativa. Este artigo tem o objetivo de discutir como a prtica da realizao de entrevistas vem evoluindo na pesquisa de marketing e do consumidor, alm de oferecer um guia para pesquisadores que pretendem coletar dados qualitativos via entrevistas. Para tanto, ns inicialmente identificamos e discutimos duas perspectivas qualitativas na pesquisa de marketing e do consumidor: a abordagem fenomenolgica e a abordagem ps-estruturalista. Em seguida, desenvolvemos um guia com diferentes etapas para a concepo, conduo e anlise de entrevistas qualitativas nas duas abordagens. Alm de oferecer uma ferramenta de utilidade para os pesquisadores com nveis iniciais e intermedirios de intimidade com a pesquisa qualitativa, o artigo tambm contribui com o mapeamento das importantes discusses correntes no campo da pesquisa qualitativa de marketing e do consumidor.Universidade Nove de Julho - Uninove2014-09-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1205110.5585/remark.v13i4.2762ReMark - Revista Brasileira de Marketing; v. 13, n. 4 (2014): Edição Especial; 67-792177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12051/5693https://periodicos.uninove.br/remark/article/view/12051/5694Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessFischer, EileenCastilhos, Rodrigo B.Fonseca, Marcelo Jacques2022-01-18T15:40:54Zoai:https://periodicos.uninove.br:article/12051Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:40:54REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline Entrevista Qualitativa na Pesquisa de Marketing e do Consumidor: Abordagens Paradigmáticas e Orientações |
title |
The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline |
spellingShingle |
The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline Fischer, Eileen Qualitative Research; Qualitative Interview, Phenomenology; Post-Structuralism. Pesquisa qualitativa; Entrevista qualitativa; Fenomenologia; Pós-estruturalismo |
title_short |
The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline |
title_full |
The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline |
title_fullStr |
The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline |
title_full_unstemmed |
The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline |
title_sort |
The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline |
author |
Fischer, Eileen |
author_facet |
Fischer, Eileen Castilhos, Rodrigo B. Fonseca, Marcelo Jacques |
author_role |
author |
author2 |
Castilhos, Rodrigo B. Fonseca, Marcelo Jacques |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Fischer, Eileen Castilhos, Rodrigo B. Fonseca, Marcelo Jacques |
dc.subject.por.fl_str_mv |
Qualitative Research; Qualitative Interview, Phenomenology; Post-Structuralism. Pesquisa qualitativa; Entrevista qualitativa; Fenomenologia; Pós-estruturalismo |
topic |
Qualitative Research; Qualitative Interview, Phenomenology; Post-Structuralism. Pesquisa qualitativa; Entrevista qualitativa; Fenomenologia; Pós-estruturalismo |
description |
Interviews are the most pervasive means of collecting data in qualitative research projects. The purpose of this paper is to discuss how the practice of conducting interviews has evolved within consumer and marketing research and to offer insights for those who would like to gather qualitative data via interviews. To do so, we first identify and differentiate two broad perspectives on qualitative marketing and consumer research: the phenomenological approach and the post-structuralist approach. We then develop a step by step guideline on how to conceive, conduct, and analyze interviews under both approaches. As much as the paper provides a useful toolkit to researchers with initial and intermediate degrees of intimacy with qualitative methods, it also contributes to the mapping of important ongoing paradigmatic discussions in the field of qualitative marketing and consumer research. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-09-11 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12051 10.5585/remark.v13i4.2762 |
url |
https://periodicos.uninove.br/remark/article/view/12051 |
identifier_str_mv |
10.5585/remark.v13i4.2762 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12051/5693 https://periodicos.uninove.br/remark/article/view/12051/5694 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 13, n. 4 (2014): Edição Especial; 67-79 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138641414455296 |